호텔브랜드 이미지 활용을 통한 호텔경영 활성화에 관한 연구

Abstract

A hotel brand is a multinational brand used to differentiate products and services and is a tangible and intangible management strategy that contributes to maximizing hotel operating profits as well as improving corporate image to people around the world. The owner companies of luxury brand hotels in Europe or U.S. already monopolize brand loyalty and consignment management rights as compensation for providing their hotel brand and image, and the owner companies of famous domestic unique brands are seeking profit maximization in a similar way to foreign cases as a way of finding new business channels. The multi-brand strategy goes beyond simply providing a hotel brand and collecting royalties to being entrusted with the management and operation of the hotel. In addition, as a condition of their consignment management, they demand that the interior of the hotel and even the furnishings used should be ordered to them. They, under the condition of providing entrustment servie of the management and operation, collect commissions of up to 2-4% of hotel operating sales, and implement a business model that collects KRW hundreds of millions to billions through organizing hotel construction and launching events. The purpose of this study was to examine the policies and strategies of domestic and advanced country conglomerates seeking to dominate the hotel market using luxury hotel brands and to present direction of future hotel operation to cope with conglomerates' movement for small and medium-sized enterprises entering the hotel industry.